Marketing a SaaS business isn’t always easy. Competition is fierce and research is predominantly done online, adding further challenges and exposing potential clients to multiple solutions before making their purchasing decision. That being said, the industry is still growing at an astounding rate and there are plenty of opportunities that can give you an edge. In this post, we’ll give you some tips on how to promote your SaaS business, increase your revenue, and improve the effectiveness of your marketing.

6 tips for promoting your SaaS business

Below, we’ll cover six of our top tips for promoting your SaaS business, helping you get the best results possible. If while reading this post you come across anything you would like some help with, please feel free to reach out to us at any time to discuss in what way we may be able to support your business in achieving its goals.

Strategy before tactics

The first tip, and one we just can’t stress enough, is to develop a strategy before moving to tactics and plans. When competition is fierce, it’s even more important to develop a solid strategy that can help set your company apart from the competition. Creating a marketing strategy will help you understand what you need to be doing on a daily basis, which marketing channels you should use, and how you can position yourself in a unique and effective manner. A good marketing strategy should include market segmentation, mapping the customer journey, competitor research, and defining your KPI’s and USP’s, among other things.

A better understanding of your target audience, your competitors, and what makes your solution unique is an important guiding force for all of your marketing efforts.

Clearly position your brand

Brand positioning is something we’re very passionate about here at Racer. Solid brand positioning ensures your USP is clear to the end-user and allows you to clearly distinguish your brand from others. We’ve done a full post on brand positioning and creating a brand identity to help get you started, but feel free to reach out to us if you have any questions.

Leverage a range of marketing channels

Since your potential audience is exposed to competitors on a range of different channels, it can be worth diversifying your marketing to a greater extent than it would be for companies in other industries. Where social media channels and review platforms are great for discovery as well as building a reputation, they’re also important parts of your customer service efforts. Search engine marketing is the ideal way of getting in front of people performing searches for topics in your vertical. Video marketing and email marketing are great for expanding your reach, increasing conversions, and building trust.

As you can see, the different marketing channels you opt for can work together to help move people through the buying cycle. They’re also important aspects of the aftercare, helping you to maintain a good reputation in the industry. In a vertical where customers are exposed to a wide array of alternatives to your SaaS product, it’s vital that you get in front of (and stay in front of) the right people.

Do something different

With so much competition, it’s more important than ever to establish yourself as unique. This is something that companies like Hubspot, Shopify & MailChimp have done very well, each optimising for a clear style and voice.

Making sure your product has a clear USP that sets it apart from other solutions is vital, but so is clearly portraying your USP to your audience. Developing a strong brand targeting a specific group of people also helps to further distance yourself from the competition.

Target the user, not a developer

It’s great that your SaaS solution has clean code and various technical features that make it superior, but this isn’t what most potential clients are interested in. You’re selling to the end-user of the software, be it an individual, an employee, a manager, or specialists in a field. Take the time to think about what your target audience wants to know about your software and leave the technical jargon for the people that are interested in it and can understand it. In some cases, this may require you to create different marketing documents for different departments of a company, or for different kinds of users of your software.

Use your data

All marketing efforts give you access to a vast range of data about the performance of adverts, the demographics of users, and how your users interact with your website and other communications. These insights can help you tweak your marketing strategy and improve its effectiveness. You can also get important insights into what people think about your SaaS solution and how it can be improved, further helping you to improve your product.

Conclusion

The SaaS industry comes with many marketing challenges but also with a lot of opportunities. If done correctly, good marketing can help set you apart from your competitors and ultimately help you grow your revenue. Here at Racer, we offer a variety of marketing and branding services that can help your SaaS company get the results it needs online. If you’re interested in working with a specialised agency, send us a message or give us a call to see how we can best support your company.